How artificiality and intelligence affect voice assistant evaluations

Abhijit Guha, Timna Bressgott, Dhruv Grewal, Dominik Mahr, Martin Wetzels, Elisa Schweiger*

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

23 Citations (Scopus)


Widespread, and growing, use of artificial intelligence (AI)–enabled voice assistants (VAs) creates a pressing need to understand what drives VA evaluations. This article proposes a new framework wherein perceptions of VA artificiality and VA intelligence are positioned as key drivers of VA evaluations. Building from work on signaling theory, AI, technology adoption, and voice technology, the authors conceptualize VA features as signals related to either artificiality or intelligence, which in turn affect VA evaluations. This study represents the first application of signaling theory when examining VA evaluations; also, it is the first work to position VA artificiality and intelligence (cf. other factors) as key drivers of VA evaluations. Further, the paper examines the role of several theory-driven and/ or practice-relevant moderators, relating to the effects of artificiality and intelligence on VA evaluations. The results of these investigations can help firms suitably design their VAs and suitably design segmentation strategies.

Original languageEnglish
Peer-reviewed scientific journalJournal of the Academy of Marketing Science
Publication statusPublished - 2022
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Artificial intelligence
  • Signaling
  • Technology
  • Voice assistants


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